The influence of Surinamese Dutch and Standard Dutch accents on consumer evaluations in the Netherlands.
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2025-01-25
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en
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This thesis investigates the influence of accents on consumer evaluations in the Netherlands, comparing the Surinamese Dutch accent to the Standard Dutch accent. Using a verbal-guise technique, the study explored how these accents and two product types (hedonic vs. utilitarian) affected attitudes toward advertisements, products, speakers, and willingness to try the product. The moderating role of region of residence on speaker attitudes was examined, with data from 253 native Dutch-speaking participants. Results indicate that hedonic products received more positive evaluations overall. Speakers with a Standard Dutch accent were rated more favourably on speaker attitudes, but this bias did not extend to attitudes toward advertisements or products. Regional differences did not significantly affect evaluations, suggesting consistent perceptions across the Netherlands. The findings underscore the importance of contextual factors, such as product type, in shaping consumer responses to accented speech. Methodological limitations and directions for future research are discussed.
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